Vitriolic, negative and very public comments can be hugely damaging to a business’s brand. Think of the recent backlash against Uber.
Poor management of its public relations following its undermining of a taxi strike, a high-profile allegation of sexism and an argument about pay, caught on camera, between the CEO and a driver resulted in a public backlash that saw over 200,000 users delete their Uber accounts.
But Uber is a multi-billion-dollar business, it can afford this kind of damage to its brand and these lost customers.
A small business cannot. One of the downsides of the digital revolution is that, for small business, online negative reviews can make or break you.
Unless you’re as savvy as the British café that turned its one negative Tripadvisor review into a clever means of attracting new customers, here are a few tips that will help.
1. Use feedback to change your business for the better
Receiving negative feedback can actually be a good thing.
Why? You can directly address your customers’ problems by making improvements to your brand based on what they say. Instead of arguing or protesting – always the wrong thing to do – take action. Honest feedback, whether positive or negative, can help you see your mistakes from a different angle and make the right moves to better your businesses.
Remember the old adage, “the customer is always right”? It’s 100 per cent true when it comes to feedback, because it’s about how they feel, not about facts. So, by using feedback, you can make sure you are addressing perception – which in the case of experiences, is what matters.
2. Work to keep your existing customers happy
The White House Office of Consumer Affairs found that it’s six to seven times more expensive to gain a new customer than it is to keep an existing one. It’s logical to fix the problem of retention (avoiding an angry customer) instead of splashing out on making new ones.
Always cultivate the relationships you have already worked hard to create by giving top customer service. Often, most people will stay loyal if you offer an outlet or a means to communicate issues, like an email or customer service help-desk.
The reason review sites exist is because they feed on consumers wanting an outlet. We’ve seen some great contact forms on websites lately that ask the user to select a level of emotion they are feeling to send alongside a feedback message – ranging from “ecstatic” to “enraged.” This is a great way of applying context to a message and the customer at the other end knows they are being clear on their emotion without having to stand in-front of you and scream.
3. Lower the chances of copping bad reviews in the first place
Tech like social media-based wifi can be used to lower the risk of customers leaving a negative review of your business in the first place.
If customers have checked into your business, or registered via their social media accounts, you have their email address. You can then automate the sending of an email to see how they found their experience before they leave a review, this way, you’ve given them a chance to let them know their problems in a channel that you control.
If they have negative feedback, you can ask them how you can improve (but don’t ask for a review!). If they have positive feedback, you can prompt them to leave a public review. In any case, you have been able to manage the emotion of the customer and provide them with the added comfort that you care.
Michael Jankie, Co-Founder, PoweredLocal
